Elevating a Flagship MBA Program: A Long-Term, Data-Driven Approach to Recruitment

C A S E S T U D Y

A PREMIER BUSINESS SCHOOL | CANADA

Overview

A premier business school at an Ontario university is dedicated to building a better Canada. With a focus on purpose-driven programs and experiential learning, the school empowers students to become influential leaders and responsible managers who can navigate the complexities of the modern business world.

To continue attracting top-tier talent to its prestigious MBA program, the school sought a strategic marketing partner to manage the program's annual digital advertising campaigns. The school required a data-driven approach to enhance brand awareness, generate high-quality leads for all its graduate programs, and ultimately drive enrollment, with a particular focus on its flagship English and French MBA programs within the domestic market.

Project scope.

Goal

While the full partnership involved managing the digital advertising funnel for all of the school’s graduate programs, this case study focuses specifically on our primary objective: driving qualified leads and applications for the English and French MBA programs domestically (Canadian citizens and residents).

Timeline

September 2021 - Present

Location

Ontario, Canada

Industry

Education

Services

Digital marketing strategy, email marketing, full-funnel digital advertising, strategic planning, landing page development, ad creative and copywriting, email marketing support, A/B testing, analytics and reporting.

The challenge.

Over our multi-year partnership, the core challenge has been not just attracting high-calibre candidates to the English and French MBA programs, but consistently improving results year-over-year. Doing so requires increasing the volume of qualified applications, navigating the complexities of bilingual marketing, and enhancing cost-efficiency with each new recruitment cycle.

01

Cutting through a competitive landscape

The MBA market is saturated with strong local, national, and international competitors. The school needs to clearly differentiate its brand and value proposition to capture the attention of top-tier candidates who have numerous options available to them.

02

Engaging two distinct language markets

Successfully recruiting for the French MBA (available online and in-person) and the in-person English MBA requires more than simple translation. It demands a nuanced strategy to market two different program delivery models to two distinct audiences, each with unique needs and expectations. Furthermore, the in-person English MBA has to compete against a growing number of flexible online programs.

03

Improving lead quality and cost-efficiency

A core objective is to move beyond lead volume and focus on attracting high-quality applicants with a strong likelihood of enrolling. This requires a sophisticated, full-funnel approach to identify, nurture, and convert the right candidates while keeping the cost-per-application low.

The solution.

Our multi-year partnership has been built on a foundation of continuous evolution. Following a methodology that began with deep audience and market analysis, we implemented a data-driven, full-funnel strategy designed not just to meet, but to exceed previous years' benchmarks. By combining this analysis with agile execution and optimization, we have created a scalable and efficient recruitment engine for both the English and French MBA programs.

Bilingual funnel architecture

We design and manage distinct, end-to-end customer journeys for both the online French MBA and the in-person English MBA. This involves creating dedicated, bilingual landing pages, developing tailored email nurture sequences within their CRM, and ensuring every touchpoint is optimized to guide candidates from initial interest to a submitted application.

Nuanced cross-channel advertising

We deploy a sophisticated, multi-platform ad strategy across Google, LinkedIn, and Meta. For the in-person English MBA, campaigns emphasize how the program’s hands-on experience and direct access to the school's influential network are essential for becoming a responsible leader. For the online French MBA, we highlight how the program’s flexibility and accessibility empower professionals across the country to become leaders in their own communities.

Strategic lead nurturing & conversion

We implement a sophisticated nurturing strategy to guide prospects from initial awareness to a completed application. This involves multi-step retargeting campaigns that align calls-to-action with the applicant's stage of consideration—from downloading an info pack to attending a virtual info session. In close collaboration with the admissions team, we develop automated email workflows that deliver timely, value-driven content, ensuring that every qualified lead is effectively nurtured toward submission.

Iterative, year-over-year optimization

Our strategy is rooted in long-term, sustainable growth. Through rigorous A/B testing, detailed monthly reporting, and constant communication with the school's team, we refine our approach each cycle. This allows us to consistently improve lead quality, lower the cost-per-application, and ensure that each year's performance surpasses the last.

The results.

28.12%

Average yearly growth (2021-2025) of domestic MBA applications for both programs, attributed to media sources promoted by Noetic Marketer.

119%

Increase in the total number of domestic applications for both MBA programs from all sources (2021-2025).

47.92%

Average yearly increase (2021-2025) in lead-to-application conversion rate for domestic MBA candidates originating from media sources promoted by Noetic Marketer.

30.32%

The percentage of all 2025 domestic MBA program applications coming from media sources promoted by Noetic Marketer.

BOOK A FREE CONSULTATION

The key learnings.

For a premier MBA, prospects are buying an identity, not just a degree

By anchoring our messaging in aspirational outcomes—becoming a "responsible leader," joining an elite network, and gaining a credential with global weight—we successfully attract high-calibre candidates who are motivated by transformation, not just information.

Beyond language, the delivery model dictates the core marketing message

We know that the in-person English MBA candidate is buying an immersive network and prestige, requiring a campaign focused on community and career status. In contrast, the online French MBA candidate is buying flexible career acceleration, demanding a message centred on accessibility and immediate professional impact.

Sustainable growth in a competitive market is a marathon, not a sprint

Our multi-year partnership demonstrates that a commitment to iterative optimization, through consistent A/B testing and a tight feedback loop with admissions, is the key to improving lead quality and lowering acquisition costs year-over-year.